Ultra High Definition, a.k.a. 4K, programming is finally oozing its way into the consumer marketplace, and Paramount has jumped into the 4K disc market with the release of the first two Star Trek reboot titles - just in time to cross promote this year's new entry, Star Trek Beyond.
I love 4K, but the dearth of software has meant there's been little incentive (other than the "gee whiz, look what I have" factor) for anyone to upgrade to the new video standard unless they're buying a new TV anyway. This is typical of any new format, of course; I remember when Superman was one of the few VHS/beta titles available back in the early days of the home video revolution, and 1080p high definition Blu-rays also trickled out slowly when they first hit about 10 years ago.